A Phone Call with an Agent Remains the Customer’s Channel of Preference – True or False?

Ken Landoline
Ken Landoline

Summary Bullets:

  • Primary research on customer service is plentiful as companies compete to better understand customer likes and dislikes in order to implement the latest technology designed to raise customer satisfaction and gain a competitive advantage.
  • Recent contact center surveys implemented by two vendors report conflicting information about the top-ranking communication channel of choice by the consumer. However, a closer look reveals that the truth is in the timing.

In order to keep up on overall customer care industry issues and contact center technology trends, I read all the related primary research survey information I can get my hands on. Although much of this information I gather is repetitive in nature (e.g., everyone thinks service should be better, people dislike interacting with an IVR, and mobility and the cloud are rapidly changing the customer care industry), every once in a while, some conflicting information arises that necessitates a closer look. Recently, I reviewed two new survey reports. One came from Dimension Data (entitled “2013/2014 Global Contact Center Benchmarking Report”) and the other from Interactive Intelligence (named “2014 Global Customer Service Survey”). Continue reading “A Phone Call with an Agent Remains the Customer’s Channel of Preference – True or False?”